About Us

About Us

Designing the finest-quality handcrafted ethnic-wear whilst protecting the age-old heritage crafts of India and empowering our country’s artisans. That’s our story.


Drawn to the radiance of colours and intricacy of patterns from a very young age, Farida Gupta’s love for designing is no secret. Following a successful balancing act as a full-time mother and a part-time designer, she finally pursued her true calling in 2011. With a post-graduation from Jawaharlal Nehru University, New Delhi under her belt, she decided to take the plunge and incorporated the eponymous label. Driven by her insatiable love for India’s heritage crafts and a relentless spirit to bring them to light, she set forth on her journey with no looking back.

It all began with a few fabric swatches, a sketchpad and a vision. Rolling back the clock to the late 90s, Farida had started out with two embroidery girls in the living room of her South Delhi flat, where she taught them the nuances of the craft. Amazed by their eagerness to learn, she was determined to bring their flair to the fore. What ensued was a story for the records: one that involved countless solo journeys across the country to chase her dreams, quite literally. Shuttling between exhibitions and rural parts of the country, there was a time she was living out of a suitcase, all in the name of her love for Indian heritage crafts.

In 2011, almost as an epiphany, having realized that her passion had boundless potential to create avenues of employment opportunities, she channelized all of her focus towards her own label. Presently, the label has created employment for a plethora of local artisans.